The Discovery channel has a show called Dirty Jobs. Host Mike Rowe, each week, performs some nasty, smelly job that you probably would not want to touch ... garbage collector, bridge painter, exterminator, crab sheller ... it goes on and on. Much of the appeal is Rowe himself: a cheerful Regular Guy with a self-deprecating sense of humor. He'll step in, week after week and show after show, and actually do the job, rather than just filming someone else getting themselves filthy.
It might occur to you that Rowe would be in demand as a corporate spokesperson for, say, Stanley tools. Well, Ford got him first. He did some ads for Ford pickups, which I've not seen because, I guess, I don't watch too many shows that skew to the pickup demographic.
I did see this one, and felt I should comment. They've wasted Rowe. "And that difference is in every vehicle in our lineup, which includes the most fuel-efficient midsize sedans in America?" That is not how Mike Rowe talks! That sort of copy is acceptable when you have the anonymous voice-over reading the line, but when you have a well-defined personality on the screen, you use that personality.
How? Plunk a tape recorder down in front of Rowe, have him read over your draft, and let him comment on it. Hand the guy a beer, crack one open yourself, and talk cars. Then go back to your tape and rewrite your words using his words. "Hey, you're looking for a midsize car? Ours have the best gas mileage in America".
Don't hire a real individual and pay him to be bland.
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